Zee Entertainment Enterprises Ltd (ZEEL) unveiled its bouquet of packs where it has priced the ‘Zee Family Pack’ targeted at the Hindi Speaking Market (HSM) at Rs 45 per month for 24 channels. Prathyusha Agarwal, CMO, Zee Entertainment shares ZEEL’s roadmap ahead:
BRINGING ABOUT A BEHAVIOURAL CHANGE: For the longest time, this has been a low-involvement category where pricing would decide the way you consume. But with TRAI’s new regulation, the power will now shift to the consumer, making it a high-involvement category. People will start evaluating what they are paying for, and why. Moreover, the level playing field that this reform will bring across operators is a great opportunity for everyone and channels can truly build their value with the services they offer to be in tune with their consumers.
ABOUT CHANNELS KA CHUNAAV 2019: Our multimedia multi-stakeholder communication initiative, ‘Channels Ka Chunaav 2019’, aims at spreading awareness about the impending changes in the ecosystem. However, mass communication never reveals all the details. A consumer’s first point of contact is the cable operator and therefore the last mile really matters. We have a WhatsApp initiative happening through operators across the country which will be completely educational. We will also use a lot of Digital push so that people at the last mile know what this is all about.
THE EFFECT ON ADVERTISING REVENUES: Advertising revenue is a virtuous cycle. Brands which have the strength, pull and reach will benefit, because their reach will keep increasing. However, if your product isn’t good, you’ll anyway not get advertising revenues because there was no reach in the first place. You’ll either be in a virtuous or a vicious cycle if you don’t correct your product. If it’s an open market, it all depends on how good your offering is.